Augmented Reality Advertising - creative digital marketing or a passing fad?
Augmented reality is an interesting concept that can be used to render a richer experience. However, the creativity lies in making this interactive where the consumer is engaged in an online game or for that matter rendering this via a mobile device with product reviews or real-time events in your geo-vicinity. I can see the value if this is made interactive to enhance the digital experience.
Comments
Ashish,
I agree that AR is the future for online eCommerce. One of the missing link of online commerce has always been the lack of 'touch & feel' which AR might be able to solve.
The current experiments by fashion retailers, glass retailers and even toy manufacturers like Mattel who implemented AR in various toys to tie up with release of the movie Avatar
Another experiment done by big retailers is to see if AR can be implemented in the mail catalog. Currently people can only see the catalog but what if they can see the products just flying out from the catalog so that the consumer gets an idea about the size, color etc. Definitely an excellent concept but retailers will need to think of creating videos/interactive dispays for potentially thousands of SKU items and definitely for the ones which go in catalog. The video demo for the same can be seen at ( http://www.youtube.com/watch?v=Ijoiy4Heoqk&feature=player_embedded)
AR is definitely the way to go for multichannel commerce but it will take more time before people start realizing the enormous benefits as well technology and implementation handicaps it possesses. We are definitely in the direct direction and I guess matter of time before AR becomes a norm on various sites.
Posted by: Sandeep | January 11, 2010 8:23 PM